Using a multi-step sales promotion is a basic yet extraordinarily powerful tactic whenever you apply it to its fullest capacity. Multi-step merchandising is selling people which have contacted you and asked for additional info concerning your merchandise or service; an awesome way to build up your mailing list of potential customers and additional sales for existing customers.
Multi step marketing allows you to incorporate multiple mailings to the customers from which you received inquires used to create your mailing list. The real key to a multi-step sales promotion is in the follow-up with potential customers while utilizing a concentrated direct mail campaign.
What are the methods used to developing a successful multi step sales promotion? Following the four simple steps below will greatly increase your chances for a success marketing champagne.
Incorporate some style of direct response marketing campaign to acquire your potential customers, or you may wish to purchase a mailing list from a reputable list source.
Your advertisements must possess a dynamic headline which is directed towards your targeted market which is strong enough to induce your readers to want to read the entire ad and then take the action you are requesting.
The intention of your direct response ad is to quicken your potential client's curiosity and entice them to take action. When making your first contact with potential customers you should always incorporate some type of free offer.
The objective in this first step is to acquire leads which can be later followed up with a more intense sales pitch.
The potential client has read your ad and then responds leaving her contact information and requesting additional info about your business or product. Incorporating a voice mail system in your multi step sales promotion will consistently generate additional leads due to the fact that most people want things fast and simple.
Your message should thank your potential client for calling, tell your prospect the two major benefits of your product or service, and close the message by requesting their name and address for additional follow-up.
Your message needs to be from one to two minutes in length - no more. The goal in the second step is to record your potential clients contact information.
It is now time to mail your direct response ad to your mailing list. These potential clients will fall in one of three categories. We will name these categories cold, warm, and hot.
Cold prospects are minimally interested; they are tire kickers and probably not going to buy. The cold prospect represents a slight portion of inquires you receive.
The warm prospect is where you will have the greatest success. These prospect are very interested, though aren't ready to purchase at this time. The warm prospect will represent the greatest number of inquiries.
The Hot prospect is extremely interested and they are ready to make the purchase. The hot prospect will also represent a slight portion of inquires you receive.
This is unfortunately where many marketers fail to use the proper follow-up procedures. According to "Sales and Marketing Magazine," 80% of the people which inquire into a product or service purchase the product within one year, but not from the company that made the original contact.
Why do customers purchase from someone else? Because the original company did not use proper follow-up procedures and stopped their sales promotion before the customer was ready to purchase. In this step you need to follow-up with additional mailing to the leads which did not purchase.
Repeat step four over and over again. It will normally take five to seven contacts with a potential client who has shown interest in your product or service before they are ready to purchase from you. When your initial mailing is successful, you will realize a 30% to 70% success rate while utilizing a strong follow-up approach.
When sending your follow-up mailings it isn't necessary to revise the entire message every time. Normally revising your cover letter and implementing subtle modifications to a sales message is all that's necessary.
Just bear in mind that your largest expense is generally in procuring the potential client, and by implementing a strong follow-up system you will continually grow your sales and sky-rocket your profits.